South Australian Tourism Commission UPDATE RODNEY HARREX 10 November 2017
HE SOUTH AUSTRALIAN ISITOR ECONOMY INTERNATIONAL $1.1B UP 12% $118m DOMESTIC $5.3B UP 3.5% $178m REGIONAL $2.6B UP 7.4% $180m INDUSTRY $6.3B UP 4.9% $295m June 2017 data just released up 12% against 10% nationally Ongoing strong growth, particularly from China Strong recent growth from interstate markets Local South Australian growth is weaker 42% of overall expenditure 6 out of 10 visitors include a night in SA s regions as part of their itinerary Nearly achieved $1.2b 2020 target
XPENDITURE Destinations Origin Purpose REGIONS 42% ADELAIDE 58% INTRASTATE 29% DAY TRIPS 22% INT'NATIONAL 17% BUSINESS 15% VFR 18% EDUCATION /OTHER 25% INTERSTATE 32% HOLIDAY 42%
XPENDITURE ROWTH TOTAL EXPENDITURE $6.3B + 10% EUROPE $201M -9% INTRASTATE $1.8B -0% ASIA $690M + 28% INTERSTATE $2.0B + 5% NTH AMERICA $90M -4% INTERNATIONAL $1.1B + 12% NEW ZEALAND $53M -0%
NTERNATIONAL ORECAST SA Hold Share growth = expected growth if SA holds current market share Robust outlook to 2020 ~6-7% annual growth in trips ~8-9% annual growth for expenditure 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 Inbound trips All purposes (millions) - 12MMT Derived by BDA from IVS / BDA SATCMO Dec 04 Dec 05 Dec 06 Dec 07 Dec 08 Dec 09 Dec 10 Dec 11 Dec 12 Dec 13 Dec 14 Dec 15 Dec 16 Dec 17 Dec 18 Dec 19 Dec 20 2.0 SA Hold Share +32% trips 1.5 growth (Jun 16 Dec 20) 1.0 0.5 0.0 *Note: Includes prepaid package expenditure Inbound expenditure All purposes expenditure ($billions) - 12MMT Derived by BDA from IVS / BDA SATCMO Dec 04 Dec 05 Dec 06 Dec 07 Dec 08 Dec 09 Dec 10 Dec 11 Dec 12 Dec 13 Dec 14 Dec 15 Dec 16 Dec 17 Dec 18 Dec 19 Dec 20 Jun 16 Dec 16 Dec 17 Dec 18 Dec 19 Dec 20 SA Trips (000 s) 422 433 459 490 522 556 % annual growth 9.5 6.0 6.0 6.6 6.7 6.4 Spend ($m) 944 976 1058 1153 1256 1367 % annual growth 21.9 8.8 8.4 9.0 8.9 8.8 SA Hold Share +45% $ growth (Jun 16 Dec 20)
NTERNATIONAL VIATION 60% SEATS PER WEEK GROWTH SINCE 2012 9 INTERNATIONAL AIRLINES DIRECT TO ADELAIDE 13,000 SEATS PER WEEK 63% INTERNATIONAL VISITORS ARR/DPT VIA ADELAIDE AIRPORT Seats per week as at December 2017
OURISM DRIVING ROWTH IN ADELAIDE 10 NEW ACCOMMODATION ESTABLISHMENTS 700 NEW ROOMS 270 NEW JOBS (UP 13%) 1299 BUSINESSES 2016 UP 12% ON 2014 EVENTS DRIVE OCCUPANCY Source: CITY OF ADELAIDE CENSUS OF LAND USE AND EMPLOYMENT 2017, Adelaide City Council
EISURE EVENTS 2017 SANTOS TOUR DOWN UNDER $56.5M $376M UP +10% or $36m DEC 2016 WAY POINT $309M 2016 500 ADELAIDE $65.6M TEN MAJOR ARTS FESTIVALS $210M
OBILE FIRST STRATEGY 2016-17
ARKET RIORITISATION Tier One: China North America United Kingdom New Zealand Tier Two: Singapore Malaysia France India Hong Kong Central Europe Tier Three: Scandinavia The Netherlands Italy Switzerland Tier Four: Indonesia Japan Brazil Middle East South Korea
NDERSTANDING CHINA TOOLS EDUCATION MAX EXPENDITURE 57K VISITORS BY 2020 $450M EXPENDITURE BY 2020 CHINA SOUTHERN Live Dec 2016 17 Understanding China workshops for industry 27 individual product/business assessments 36 meetings with councils and stakeholders 56,000 visitors from China 2 nd largest international market in terms of visitation 6 China Assessment & Development Plan presentations for stakeholders Over 1,000 people engaged in workshops and meetings
ATE ADELAIDE 2018 15 19 April 2018 Record Seller Applications Closed 12 October Awaiting acceptances Famils Famil program being developed Target: 400 buyers Buyer Registrations Currently open
OURISM AUSTRALIA International Media Hosting Programme (IMHP) World s 50 Best Restaurants Great Escape in April 2017 Aussie Specialist Programme Signature Experiences Asset production and joint campaign activity Australian Tourism Exchange (ATE) Trade Events (Roadshows, Corroboree)
2020 AND BEYOND To achieve the $8b target we need to continue to: DRIVE DEMAND WORK BETTER TOGETHER SUPPORT WHAT WE HAVE INCREASE THE RECOGNITION OF TOURISM USE EVENTS TO DRIVE VISITATION
HANK OU